First introduced over 50 years ago, the original PUMA King left an indisputable mark on the world of football. By 1999, the silhouette evolved into the King Indoor, an updated version that was quickly embraced by stylish youth in the early 2000s.

For their first collaboration with PUMA, Lack of Guidance brings the King Indoor back into focus, this time in a sleek, matte-black execution from laces to outsole. Crafted in smooth leather, the shoe stays true to its original form with stitched detailing and a sculpted silhouette, while the lace cover maintains a clean, understated look.

The release also includes a co-branded King football jersey for SS25, sponsored by Systemarosa and available exclusively at Lack of Guidance.

The PUMA x Lack of Guidance King Indoor and jersey drop on July 18, available exclusively at the Lack of Guidance store and online at lackofguidance.com. Starting July 19, 2025, the King Indoor will also be available at select retailers.

Manchester City’s earliest known kit dates back to 1884, when the football Club was based in Gorton. The iconic kit – a symbol of Manchester City’s legacy – is brought to life with a slick new design that honours the Club’s origins.

The design merges classic and contemporary, with the stylish all-black look taking inspiration from the historic kit, complemented by a traditional collar with a white trim. The metallic crest and silver details add a unique contrast to the black base, giving the kit a stunning aesthetic and creating a truly special Away jersey. 

Marco Mueller, PUMA’s Senior Director of Product Line Management Performance Apparel, said: “Reimagining Manchester City’s oldest-known kit was a special honour for us, not many people would know that black was the original colour of the Club, and we love to celebrate the culture and identity of our Clubs and what sets them apart. Being able to bring an all-black kit was exciting and gave us the opportunity to do something new with the Away jersey. Another first is that this is the first time PUMA has ever shot a campaign fully in black and white which really ties in beautifully to the design of the kit.”

Nuria Tarre, Chief Marketing & Fan Experience Officer for City Football Group said: “We are delighted to unveil this season’s Away kit to fans for the first time – a powerful tribute to our earliest-known kit, when the Club was based in Gorton, Manchester. The striking all-black design is a fresh take on a traditional kit with a sleek, contemporary edge.”

“Our fans have always had a deep appreciation for kits that honour the Club’s history, and this kit does exactly that. It’s a bold expression of our identity that we hope will soon become a favourite amongst our passionate fanbase.”

Dr Gary James, Manchester football historian, commented: “It’s fantastic to see Manchester City reference the earliest-known kit in the Club’s history in the new Away kit for the 2025/26 season. The black shirt design is a respectful nod to City’s early years, a significant symbol of the Club’s origin story, and it is fitting to see that legacy honoured through a modern interpretation that reminds us all how far we’ve come.”

The jersey is available in both Authentic and Replica versions. The Authentic Jersey, worn by the players, is crafted with PUMA’s ULTRAWEAVE fabric, which reduces weight and friction for elite-level performance. The Replica Jersey offers the same striking look with a more relaxed fit, perfect for both match days and everyday wear. Both versions incorporate PUMA’s dryCELL sweat-wicking technology to keep fans and players dry and comfortable.

Reflecting PUMA’s commitment to sustainability, the Replica jerseys are made using the RE:FIBRE initiative, utilizing recycled textile waste to create new materials without compromising quality. Containing at least 95% recycled textile waste and other used polyester materials, this initiative represents a significant step towards a more circular and sustainable production process for football jerseys.

The new Manchester City Away kit will make its debut on pitch when Manchester City play Palermo at the Renzo Barbera Stadium on Saturday 9th August in a preseason friendly.

The 25/26 Manchester City Away kit is available from the 18th July at PUMA.com, Manchester City Official Stores, and select retailers worldwide.

This FUTURE is female. A boot that’s built different, for women who make a difference. With the Women’s Fit 2.0, the FUTURE truly is female. A snugger forefoot, lower instep, and added arch support mean the boot adapts to your foot – not the other way around – so you can focus on one thing: unleashing your creativity. The Women’s Fit 2.0 is built to fit the anatomy of the female foot from the ground up. The result? A boot that adapts to her, not the other way around.

The FUZIONFIT³ upper uses four-way stretch yarn, 3D Fuzionpods and PWRTAPE to create an adaptive fit that moves with the player like a second skin. A textured high-density mesh with GripControl Pro enhances ball control in every moment, from threading the pass to finishing the chance. The FLEXGILITY outsole is engineered for agile, multidirectional movement, giving players the freedom to express themselves on the biggest stage.

The FUTURE Women’s Fit 2.0 is the result of years of development, shaped by athlete feedback and real-world testing. From pitch to lab to tournament, PUMA has relentlessly refined the shape, volume, and materials of its boots to meet the unique needs of female players.

In 2022, scientists commented on how products in football focus on men’s performance, safety, comfort, and fit considerations” (Ten questions in sports engineering: technology in Elite women’s football, 2022). Some scientists also suggested that equipment not properly designed for women could place them at higher injury risk. Following this, a study by ECA in 2023 found that 82% of female professional athletes in Europe’s top leagues experienced discomfort in their footwear (BBC, 2023). Discomfort and poorly fitting footwear have been identified as potential factors that can lead to a higher risk of injuries.

Following such insights PUMA has strived to continue developing their women’s specific products and with the new Women’s Fit 2.0, have improved the fit and comfort to tackle these issues. An integral part of that strategy is working with female researchers in academia to implement external testing and validation to further improve women’s performance products

Romain Girard, Vice President Innovation, PUMA, said “PUMA is really pushing innovation and research when it comes to our performance products and we have continued to develop our Women’s Fit over the last four years through testing with our consumers, pro athletes, and working with top Universities to gather insights and test our products to continuously improve them. Our recent study with the University of Colorado, Boulder showed that our new Women’s Fit 2.0 maintained a higher level of comfort over time compared with the previous Unisex edition, which could be an important factor in reducing the risk of injuries in female athletes. Further to this we are currently in the process of conducting several studies in this space, with some exciting news to come.” 

The Brilliance pack also includes the ULTRA 6 ULTIMATE FG Women’s, engineered for speed with a streamlined women’s-specific silhouette, SPEEDSYSTEM outsole and FastTrax stud design; and the KING ULTIMATE FG/AG Women’s, which features the signature K-BETTER™ upper, GRIPCONTROL 3D texture and redesigned comfort fit. All three boots are also available in a Unisex version.

The Brilliance pack is available globally from June 19th, 2025 at PUMA.com, PUMA stores and select retailers.

Channeling the Smurf aesthetic, the collection includes playful blue polka dot stitched sweats, cozy oversized knits featuring Smurfette’s mushroom home, and Rihanna’s classic Avanti in a new denim colorway for both adults and kids to enjoy.

The new FENTY x PUMA collection drops on June 27th at 10am EST worldwide at PUMA.com, PUMA flagship stores and select global retailers.

Bold silhouettes inspired by the world’s favorite sport are taking over the streets. Starting the lineup, PUMA’s new V-S1 is a low-profile, future-forward design pulled straight from the pitch and reworked for the city.

The recently introduced silhouette is one of PUMA’s formidable and most authentic expressions of football DNA, remade for the lifestyle space. The V-S1’s pitch-inspired look borrows and interprets visual elements from two 2000s-era performance designs: the V1.06, and V1.08. Defining the silhouette is its low-profile shape, asymmetrical lacing, and unmistakable performance accents like its structural heel cage.

The V-S1 launches in two championship colorways: a distinct Gold makeup, paired with a clean White-Silver rendition.

As streetwear continues to pull from the energy of the beautiful game, as well as local-minded style codes that intertwine street style with community, PUMA designs like the V-S1 become more than sneakers, but symbols of new movements and emerging identities.

The new PUMA V-S1 is available starting July 12, 2025, from PUMA.com and selected PUMA stockists.

About the PUMA V-Series

In the 2000s, PUMA’s V-series of football boots evolved performance design in leaps and bounds. Short for “velocity,” the V1 helped establish a new category of ultra-light boots that let players move faster. This innovation was in part thanks to Schoeller ConTec, a tough, paper-thin fabric just 0.4mm thick. Borrowing from motorsports, PUMA then added carbon fiber sole plates, creating a new standard for lightweight design. On the back of additional PUMA footwear designs that are entrenched in the terrace footwear trend, plus throwback silhouettes like the Avanti and King Indoor, the time was right for PUMA to reintroduce the V-series to return to the spotlight, in an entirely new way.

The ULTRA 6 kicks into sixth gear with a PWRTAPE support frame that stabilizes the foot inside the boot without hindering agility and freedom of movement. The SPEEDSYSTEM outsole and FastTrax stud design are precision crafted to take you from kick-off to back-of-the-net faster than you can say lights out.

The UTLRA 6 is also available in a special Carbon edition featuring a SPEEDSYSTEM CARBON outsole made of Carbon Fiber for an even greater energy return when making dynamic movements on the pitch.

Speaking on the ULTRA 6, Viktor Fitler, Teamhead Product Line Manager Teamsport Footwear said “We have continued to build the legacy of the ULTRA franchise with the sixth generation of our speed boot silo. The ULTRA is about instinctive speed and with the brand-new engineered mesh upper has been crafted for lethal finishing. The ULTRA is a machine made to give you the freedom to Go Wild on the pitch and play without limits or constraints. Players need to be fast on and off the ball and make the moments count when they get the ball. We want players to play Untamed and express their true selves on the pitch.”

The new Untamed pack includes color updates to both the FUTURE and the KING with both silos utilizing a white base with slick pops of red and blue on the FUTURE and red details on the KING. Hit the pitch in these fresh new colorways so you can play more like yourself and less like everybody else, whether your game is about speed, creativity or control

PUMA continues to offer both a Unisex and Women’s fit. The Women’s fit features a snugger forefoot, lower instep and includes an added arch support on the Women’s Fit 2.0 to ensure a boot that adapts to your foot. PUMA’s Women’s fit is based on years of development, shaped by athlete feedback and real-world testing. From pitch to lab to tournament, PUMA has relentlessly refined the shape, volume, and materials of its boots to meet the unique needs of female players.

Fuel your Fast with the ULTRA 6, unleash your creativity with the FUTURE and control the game with the KING Untamed editions available from the 10th July on pre-sale at PUMA.com, at PUMA stores and specialist sports retailers. The Untamed pack will then be on global release from 17th July.

PUMA has today revealed the Velocity NITRO™ 4, the latest instalment in its much-acclaimed Velocity series.

The most versatile of PUMA’s running line-up, Velocity NITRO™ 4 is built for all runners - regardless of time and distance – and designed for you to experience the way running should feel.

Comfortable at multiple paces, Velocity NITRO™ 4 delivers when you need it most; from tempo sessions to recovery days and everything in between, allowing you to unleash your inner athlete.

Building on the success of its predecessor, the Velocity NITRO™ 4 introduces significant upgrades including a full-length NITROFOAM™ midsole for lightweight cushioning and maximum energy return. A reengineered upper allows for a more breathable and adaptive fit, and the PUMAGRIP outsole continues to be a market leader, offering superior multi-surface traction. 

At 14g lighter than the Velocity NITRO™ 3, the fourth iteration feels more dynamic and agile, whilst still offering runners enough responsiveness to hit the road, confident of achieving the runners’ high.

Conor Cashin, Senior Product Line Manager at PUMA said: “I like to call Velocity NITRO™ 4 your perfect training partner. We upgraded Velocity to have a full NITROFOAM™ midsole, making it the most responsive trainer in its class. With all that NITROFOAM™ and its dynamic design, Velocity makes your miles way more fun. No matter the distance or pace, Velocity NITRO™ 4 is the way running should feel.”

From novice runners to experienced pros, Velocity NITRO™ 4 gives you the tools to take your running journey to new heights, embracing what it means to GO WILD.

PUMA Velocity NITRO™ 4 will be available to purchase on PUMA.com, in PUMA flagship stores and in select retailers across North America, Europe, Latin America, Asia and Australia from Thursday 17 July.

The jersey reimagines a timeless classic: a clean white base - a staple of AC Milan’s Away kits - elevated by dynamic red and black accents. This new design pairs heritage with innovation, featuring one of the Rossoneri’s most iconic symbols: the Diavoletto.

First introduced in the 1980s, the iconic Diavoletto emblem returns to inspire a kit made for those who carry the AC Milan legacy not only on their shirt but in their soul.

A symbol of passion and pride, the devil has become a distinctive feature of the Club, instantly recognizable to fans around the world. With this new Away kit, PUMA has brought back a classic look and feel, adding a modern twist to celebrate both the history and future of AC Milan and create one hell of a kit.

Marco Mueller, PUMA’s Senior Director of Product Line Management Teamsport Apparel, said: “This season we really delved into the history and the iconic emblems and symbols of AC Milan, one of the most famous and stylish Clubs in the world. White Away kits are synonymous with AC Milan so this year we wanted mix things up and really tap into the devilish theme and the iconic Diavoletto emblem which really brought new life to the kit. The pairing of the white base with the black and red detailing really helped elevate the jersey and create a unique style that brings some fire to the pitch with a devilish aesthetic.”

Maikel Oettle, Chief Commercial Officer of AC Milan, commented: “The Diavoletto is more than a symbol – it is a part of AC Milan’s DNA. Bringing it back is a powerful tribute to our legacy, while speaking to a new generation of Rossoneri fans around the world. This kit, beautifully designed by PUMA, captures the essence of what it means to represent this Club - passion, style, and a fearless spirit that sets us apart.”

The jersey is available in both Authentic and Replica versions. The Authentic jersey, worn by the players, is crafted with PUMA’s ULTRAWEAVE fabric, which reduces weight and friction for elite-level performance. The Replica jersey offers the same striking look with a more relaxed fit, perfect for both match days and everyday wear. Both versions incorporate PUMA’s dryCELL sweat-wicking technology to keep fans and players dry and comfortable.

As part of PUMA’s commitment to sustainability, the Replica jerseys are made using the RE:FIBRE initiative, utilizing recycled textile waste to create new materials without compromising quality. Containing at least 95% recycled textile waste and other used polyester materials, this initiative represents a significant step towards a more circular and sustainable production process for football jerseys.

To celebrate the launch and engage with the local community, AC Milan and PUMA hosted a special treasure hunt across the city of Milan, inviting fans to follow a trail of red Diavoletto symbols placed in iconic locations tied to the Club’s storied history. The journey culminated at the Bottega del Diavolo, where participants were rewarded with a special gift and given an exclusive first look at the new Away kit - turning the streets of Milan into a living tribute to the Rossoneri spirit.

The new Away kit will make its on-pitch debut on the 23rd July when AC Milan take on Arsenal in Singapore, as part of their Pre-Season Tour of the Asia-Pacific region.

The 2025/26 AC Milan Away kit is available from 3rd July at PUMA.com, PUMA stores, in all AC Milan Official Stores, on store.milan.com and select retailers worldwide.

The JJJJound PUMA Mostro will be available starting July 10, 2025 on JJJJound.com and July 12, 2025 on selected PUMA stockists. 

Inspired by the exhilarating moments, lore, as well as the ruthless competition of Squid Game, this new collaborative range centers around the anticipated third season, featuring a fresh lineup of games including Jump Rope, Hide and Seek, and of course,

the final Squid Game. For their second collection, PUMA and Squid Game bring these new games to life through a range of limited-edition apparel, footwear, and accessories.

PUMA’s legacy of sportswear is interpreted through a streetwear lens, with details and accents inspired by Squid Game. The collection’s Relaxed Football Jersey and Relaxed Shorts feature an abstract all-over print, with a PUMA x Squid Game logo lockup and geometric graphics nodding to the show’s ominous masked henchmen. The accompanying Graphic T-Shirt channels the infamous green tracksuits worn by Squid Game contestants, featuring a specially designed graphic on the chest. Accessories continue the narrative, as the collaborative Bucket Hat also utilizes the show’s signature green with graphic accents, while the Waist Bag features a hangtag of Chul-su, a doll-like figurine who is set to appear in season three.

For footwear, PUMA reworks the low-profile Palermo and the Easy Rider, each arriving with rich details and logo touches on the tongue to acknowledge elements from the show. The Easy Rider comes with an asymmetrical red-green design and a special Chul-su hangtag, while the Palermo is outfitted with frenzied contrast stitching across the upper, as well as distinctive lace jewels, and a key-shaped hangtag.

The PUMA x Squid Game collection is available on July 10, 2025, from PUMA.com, PUMA flagship stores, and selected PUMA stockists

The PUMA x Skepta “White” Pack drops July 5, 2025, via PUMA.com, PUMA flagship stores, and select retailers. 

The PUMA H-Street is available starting June 28, 2025, from PUMA.com, PUMA flagship stores, and selected stockists.